Owned media and the PESO framework

In our third blog about the PESO framework, we delve a little deeper into the world of owned media.

If you’re new to the concept of PESO, don’t miss our previous blogs on this topic – the PESO framework and how it can help your business or client and a blog looking closely at earned media and the PESO framework.

What is owned media?

Owned media refers to any content that is owned, created and distributed by you, and that you have complete control over. This includes:

  • Your website – all the pages you publish about your products, services, company history and team pages.
  • Content – such as blog posts, video, podcasts and white papers.
  • Your newsletter
  • Case studies – including testimonials, case studies of service or product users and employee stories.

How does owned media play a role in the PESO framework?

Owned media is important as it’s your opportunity to shape your story and present your business or brand the way that you want it to be seen. You have complete control over this content, so you choose the language, design, tone of voice, layout and branding.

What you don’t get to choose, however, is how many people get to see your owned content – and that’s where the rest of the PESO model comes in. Simply creating a website or publishing a blog isn’t enough for your brand to be noticed. You need to delve into the world of paid, shared and earned media to help it reach its intended audiences.

This diagram shows how each of the media types overlaps on the framework:

Owned media is often treated as the starting point in PESO as it acts as a bridge to all the other components. The more quality content you produce, the more opportunities you have to be shared on social media, to be newsworthy and relevant for unpaid coverage and to have something worth paying to promote.

Of course, PESO doesn’t always work that way around, and in bigger campaigns is often treated more fluidly than this, but it helps to understand how one aspect influences the others.

How to build your owned media

Use these tips to ensure you have a good output of owned media:

  • Create a content calendar – mark up seasonal events and awareness days relevant to your business as well as important internal dates. Plan out content for your newsletter, blog and other relevant channels so you know you are creating enough content at all times.
  • Recycle and reuse – it’s time consuming creating new content. Be clever and consider how to reuse old content in a new and refreshing way. Perhaps a post you did last year on International Women’s Day can be reposted this year with an update on what the female leaders have achieved during the past 12 months? Or simply reshare it with the #ThrowbackThursday hashtag.
  • Create evergreen content – this is content that can be used anytime and doesn’t have an end date. ‘Top 10 tips’ features or ‘the best roundups’ for example. Once they are published on your blog you can pick out the individual tips to post on social media over a number of weeks and months to come.
  • Consider creating hero content – the likes of white papers, ebooks and downloadable guides may take time and money to produce, but they will give your brand credibility if done well. This type of owned media is likely to lead to the holy grail of earned media (i.e. unpaid media coverage) and to help position your brand as an authority.
  • Understand your audience – what do they want to see and what would help them? Use your internal search engine results to identify what they’re searching for, and use SEO tools such as Answer The Public to make sure your content is useful. The more useful it is, the more likely it will be well shared.

If you have any thoughts on owned media and using the PESO  framework let us know in the comments below, or connect with us on twitter @Ambitiouspr. We’d love to hear what you think!

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